REQUEST INFO

The University of Vermont will not share or sell personal information. Submitting this form constitutes your express written consent to agree to receive e-mails, texts, and phone message from UVM at the phone number(s) and email address provided in this form.

Distribution and Sales in Craft Beer

Offered: Summer

This course focuses on the various strategies and tactics required to sell beer and promote a brewery’s brand. With the growth of taprooms as a focus for many breweries, we will also examine how to maximize revenue opportunities and engagement with customers. Whether you are planning a brewery or a career in beer sales, this course provides essential details to gain success in today’s crowded retail market.

Topics

Exploring the full sales landscape including how the three-tier system impacts the sale of beer, understanding the buyer/seller landscape, modeling the sales forecast, and increasing its accuracy

Understanding the margin structure for beer pricing

Examining a range of sales techniques to handle retailer objections, gain the retailer buy-in, and close the sale.

Building a successful relationship with your distributor and how this relationship informs the sales process

Maximizing taproom sales

The sales process for breweries who elect to self-distribute

How VIP and Ekos Brewmaster can assist in the sales process

on the Blog

What is Craft Beer?

“Hey, what is craft beer anyway? What’s the definition?” It’s a really good question. The answer is subjective, and I certainly have my own opinions.